Petfood Industry - October 2017 - 34
34 | www.PetfoodIndustry.com
NEW GENERATION DOG
DENTAL CHEWS FEATURE
New dental chew products for dogs look to take a step beyond the traditional.
Dental-focused pet treats, particularly for dogs,
are hot-ticket items for pet parents. Looking for a
simple, inexpensive way to contribute to their pets'
oral health, customers want something that will
catch their eye as well as their animal's.
Overall, the treats and chews market in the
US stands at a projected US$6.4 billion for 2017,
according to the latest Packaged Facts data, with
dental treats and chews making up a 15 percent
share (US$960 million).
"Pet owners grab up treats and chews for
many reasons: health-related, as is the case with
dental treats and those formulated to address a
specific condition or enhance general wellness; for
New pet dental treats are focusing on
innovation and functionality to appeal
to pet owners and their animals.
entertainment, as with edible long-lasting chews or
with treats inserted into a play-inducing dispenser; or
training, as is the case with compact, easily pocketable treats used as a reward for good behavior," said
Packaged Facts. "At the same time - and top of list for
many pet owners - treats offer a way to interact with
their pets and express affection, with treat time serving
an important role in the human/animal bond."
Those pet treat manufacturers venturing into the
dental segment are aware of all the components pet
owners are seeking, and are turning to innovation to
provide what their customers are looking for.
Design innovations combine visual
While pet dental treats must obviously work for the
pet, dogs and cats aren't the ones making purchases.
As a result, pet treat manufacturers work to catch
customers' eyes, knowing that if they don't, pets may
never see their products.
"People like different, cute things to purchase,"
said Dawn Bowerman, former director of sales and
marketing at Dozers Dental Chews. "People buy our
products, not the dogs. They buy them because their
dogs like them, but if something catches their eye ... "
Dozers has merged form and function in its new
dental treats. "What our product line does is it allows
dogs to break that bacteria and things off their teeth
in just the chew motion, to help keep their teeth
clean and give them fresh breath," said Bowerman.
"A couple different things we did in our treats, is we
made the design so that dogs can also clean their
tongue. We have different-sized teeth on what looks
like a toothbrush, so during that chewing motion it